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Chapter 7

MARK312 Chapter Notes - Chapter 7: Computer-Assisted Telephone Interviewing, List Of Fables Characters, Institute For Operations Research And The Management Sciences


Department
Marketing
Course Code
MARK312
Professor
Webb Dussome
Chapter
7

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Chapter 7 - Questionnaire Design
The Role of a Questionnaire
questionnaire - a set of questions designed to generate the data necessary to accomplish the
objectives of the research project; also canned an interview schedule or survey instrument
standardizes the wording and sequence of questions and imposes uniformity on the data
gathering process - a control device
improper designs lead to incomplete information, inaccurate data, higher costs
questionnaires pivotal rile in the research process:
questionnaire must translate the survey objectives into a form that is understandable to
respondents and “pull” the requisite information from them
also must recover responses in a form that can easily be tabulated and translated into findings
and recommendations that will satisfy a manager’s information requirements
must consider a number of issues to design a good questionnaire:
does it provide the necessary decision-making information for management?
does it consider the respondent?
does it meet editing, coding, and data processing requirements?
Does it Provide the Necessary Decision-Making Information?
primary role of questionnaire is to provide the information required for management decision
making - if fails, should be discarded or revised
managers who are using the data should always approve the questionnaire
Does it Consider the Respondent?
must consider the topic and the type of respondent, the interviewing environment and
questionnaire length
respondents will answer longer questionnaires when they are interesting in the topic and when
they perceive that they will have little difficult in responding to the questions
should be designed explicitly for the intended respondents - need to use terms that language
that they will understand
Does it Meet Editing and Coding Requirements?
editing - going through each questionnaire to ensure that skip patterns were followed and the
required questions filled out
skip pattern - a sequence in which questions are asked based on respondent’s answers
e.g. “do you usually use conditioner or cream rinse on your child’s hair” if yes, continue, if no
skip to question 5
Survey objectives
respondent
information
questionnaire
data analysis
recommendations
managerial
action

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computer-aided telephone interviewing (CATI) and internet software programs take care of skip
patterns automatically
flexibility is programmed into a questionnaire in two ways:
1. branching - takes the participant to a different set of questions based on the answer that is
given to a prior question.
2. piping - integrates responses from a questions into later questions
sometimes responses undergo coding by listing the answers from a number of randomly
selected completed questionnaires
coding - the process of grouping and assigning numeric codes to the various responses to a
question
The Questionnaire Design Process
all generally follow a certain sequence but can be modified to fit the managers needs
steps in designing the questionnaire:
1. determine survey objectives, resources, and constraints
2. determines the data-collection method
3. determine the question response format
4. decide on the question working
5. establish questionnaire flow and layout
6. evaluate the questionnaire
7. obtain approval of all relevant parties
8. pretest and revise
9. prepare final questionnaire copy
10. implement the survey
Step 1: Determine Survey Objectives, Resources, and Constraints
survey objectives - outline of the decision-making information sought through the questionnaire
should be as precise and clear as possible
Step 2: Determine the Data-Collection Method
research method will have an impact on questionnaire design
each research method has challenges:
in-person interview - time limitation
self-administered questionnaire - usually rather short, can’t clarify questions
telephone interview - require a rich verbal description of a concept to make certain respondent
understands idea
Step 3: Determine the Question Response Format
three major types of questions - open-ended, closed-ended, and scaled-response questions
laddering
research interview technique typically used to provide in-depth understanding of how
consumers related to a brand by delving into hidden, preconscious factors that influence
purchase
1. open-ended questions
questions to which the respondent replies in his or her own words
response choices not limited
provides rich array of information
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